How to Incorporate TikTok into Your Hospitality Marketing Strategies

By Emin Kara | July 6, 2023

One of the beautiful things about life is the lessons it can teach us, as long as we’re learning from them. The biggest lesson a lot of business owners have learned in the last 3 years is that social media is no longer a luxury, but more a necessity. 

In 2020, we saw 10 years of growth in online consumerism in just the first 3 months of the pandemic. How crazy is that! The biggest problem is most people don’t know this and are still using old social media strategies to “grow” their businesses. For example, Instagram now has Reels (Meta’s competitor to TikTok) where they’re giving out engagement like no tomorrow, yet businesses are still focused on uploading image-based content that doesn’t get pushed.

In short, the way we discover and engage with content has significantly transformed! The younger generation, in particular, has adopted new platforms to guide their choices and experiences. During a conversation at Fortune’s Brainstorm Tech Conference, Senior Vice President Prabhakar Raghavan, who runs Google’s Knowledge & Information organization, highlighted the ever-changing landscape of search. He mentioned the significant shift among younger users, that they rely on apps like Instagram and TikTok for their discovery needs, signaling a departure from traditional search platforms like Google Search or Maps. “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search, they go to TikTok or Instagram.”

TikTok, with its short-form video and creative features, has taken the social media landscape by storm. We now live in an attention economy, and whoever can gain the most attention, wins! With millions of users, primarily of the younger generation, it has become an influential platform for discovery, trends and business recommendations. This makes it a goldmine to conquer for any hospitality business looking to attract new, young customers! 

Here are some things you should know when navigating the platform, and how it should influence the content you create: 

Authenticity and Virality: 

TikTok thrives on authenticity and genuine content. It offers an opportunity for hospitality businesses to showcase their unique offerings, ambience, and culinary creations in a creative and engaging manner. By crafting compelling and visually appealing videos, hotels, restaurants and bars can create a strong emotional connection with their younger audience through this. I’d suggest staying away from sales types of videos and just show a genuine, immersive experience from the perspective of the customer’s journey. 

Embracing Food and Beverage Trends: 

Now to some, TikTok may seem like a trendy, fun app that is only there to display silly dances or funny videos – and you’d be right in saying so… but that’s just one part of it. TikTok’s influence transcends beyond entertainment; it has become a hub for food and beverage trends too.Hospitality businesses can leverage this trendsetting nature by showcasing their innovative menu items, signature dishes and unique dining experiences. By staying in tune with TikTok’s evolving food trends, establishments can adapt their offerings to cater to the preferences of the younger generation. You can also have a lot of fun with it too! Recently there’s been a trend involving pickles. Essentially you take a Van Holten’s pickle, stuff it with Takis, add chamoy sauce, wrap it in a fruit roll-up and eat it. A fun idea could be “turning a pickle kit into a luxury dish”. Essentially, get creative!

Influencer Marketing and Collaborations: 

TikTok is home to some of the largest creators out there! With platforms as big as theirs and TikTok’s generous views-giving algorithm, you’ll see incredible heights you’d never thought were possible! Partnering with relevant influencers who align with the brand’s values and target demographic can generate buzz, increase engagement, increase brand awareness and of course bookings! In a recent BITAC F&B panel session, Tom Stafford from Commonwealth Hotels explained how the younger generations are constantly searching for that Instagrammable moment. “The whole telling the story thing is really big to the next generations. They want that Instagrammable moment. Like how funny is it that you stand in front of a wall and take a picture because somebody else did, but they want to be that person that took that picture.”

User-Generated Content and Challenges: 

TikTok thrives on user-generated content and challenges. By launching creative challenges or interactive campaigns, hospitality businesses can encourage users to showcase their experiences, dishes or hotel amenities. This approach not only generates UGC that serves as social proof, but also fosters a sense of community and engagement around the brand. Businesses can offer incentives such as discounts, freebies or special mentions to participants, further incentivizing their audience to actively engage in their experiences on the platform. 

As the world around us changes, it’s crucial you embrace innovative marketing strategies! The hospitality business is actively trying to scout the younger generation in many different ways, whether that’s as customers, staff or anything else, but most are looking in the wrong place! Short-form platforms like TikTok, Instagram Reels, Facebook Reels and YouTube Shorts is where the gold is at, X marks the spot! Platforms previously listed when used as marketing tools, enable the industry to remain relevant, adaptive and appealing to the digital-savvy younger generation. 

Now, there’s much more to these platforms than I can describe in a single article. So, I’ll be in the Hotel Interactive threads ready to answer any questions you may have, to offer guidance in your efforts to utilize social media! So, get curious, get to work and get winning!